Indonesian Lune Skin harnesses the potential of local niche fragrances
After a stint in fashion marketing for a direct-to-consumer digital brand, Lune Skin founder Andrea Moudy developed a line of colorful cosmetics. The brand’s star product was the multi-purpose Multi-Stick, lipstick, blush and eyeshadow product.
After its launch in November 2018, Moudy said CosmeticDesign-Asia that she was happy with the brand’s progress.
Between his online store and a handful of physical retailers, he managed to maintain monthly growth of around 5% to 7%, without spending too much money on marketing, Moudy added.
Despite its positive start, the brand has been hit hard by the COVID-19 pandemic, which has sent color cosmetics sales plummeting worldwide. This, coupled with production lockdowns and freezes, the company spent a demoralizing 2020 emptying its remaining inventory.
It was around this time that Moudy realized she needed to pivot her business and create essential products that consumers were more likely to repurchase more than once.
“The thing with color cosmetics is that you won’t buy them again because you want to find something more interesting, try something new – that’s what I wanted to avoid with my business. I wanted to offer people something essential, something timeless.
At the end of 2021, Lune Skin was reintroduced with a new product line including three fragrances and two lip balms.
“There are a lot of local makeup brands, but now there are more local perfume brands launching and people are really happy to support local brands. The perfume market is growing in Indonesia; I think that it’s because of millennials and young people, who are the ones we’re targeting, and that market is growing. That’s why I see a lot of potential for the brand now,” Moudi said.
The company is also exploring new markets, including neighboring countries, Singapore and Malaysia. In June, Lune Skin participated in a Public Garden consumer show in Singapore, where it quickly sold out on the first day of the show.
This gives him confidence to explore regional opportunities for the brand. Given the complexity of shipping fragrances internationally, Lune Skin is currently only available domestically. However, the company aims to make regional delivery available soon.
In the meantime, he is exploring offline expansion in Bali, Indonesia, a popular vacation destination to capture the influx of tourists now that travel is resuming. Lune Skin had already been stocked in several boutiques in Bali before COVID and Moudy said she hoped to recreate her success there.
In addition to market expansion, Moudy is also working on new product launches this year. She revealed to us that one of the brand’s priorities is to expand its fragrance line and hinted that the brand will be launching a new product to complement its fragrances.
“In 2020, because we couldn’t launch new products, we lost a lot of followers. I don’t want this to happen again, so I’m going to launch new products so that my customers don’t get bored and that they have new things to buy from our brand.
Beyond this year, the brand could expand into new categories, including skincare.